Framing Mariam Nawaz's Political Persona: A Critical Discourse Analysis of Media Narratives

Abstract

This qualitative study examines the media representation of Mariam Nawaz's leadership image in Pakistani media, aiming to identify the types of frames used by media outlets and explore the variation in framing approaches across different media outlets. Employing framing theory as its theoretical framework, the study conducts a qualitative content analysis of newspaper articles, TV news broadcasts, and social media posts. The results show that media outlets employ policy, human interest, and conflict frames to construct Mariam Nawaz's leadership image, with significant differences in framing strategies across newspapers, TV channels, and social media platforms. Newspapers employ a balanced approach, while TV channels sensationalize and social media platforms employ concise and impactful framing. The study's findings highlight the importance of considering the variation in framing approaches across different media outlets and suggest that media outlets play a significant role in shaping public perception of female political leaders in Pakistan. The study addresses a research gap in existing literature, which has focused primarily on male leaders, and builds on previous research that has found Pakistani media to perpetuate negative stereotypes about female politicians. The study recommends that media outlets strive for balanced reporting, avoiding sensationalism and stereotypes, and suggests further research to explore the impact of media representation on public perception. Key findings include the identification of policy, human interest, and conflict frames, and significant differences in framing strategies across media outlets. Future recommendations include balanced reporting and further research.